October 24, 2018 - Simon Kvist Gaulshøj [pictured], VP International at AudienceProject, writes: End of the day advertising is about selling products. In order to do that effectively, the advertising messages need to be addressed to the most relevant target audience.

According to a Nielsen study, reach and targeting combined contribute with 31% of sales generated by advertising. The understanding of targeting and frequency across media, browsers and devices are highly important advertising elements to enable incremental sales gains.

Advertisers, agencies and media companies invest heavily in technology, which in theory should facilitate the optimal campaign efficiency against advertiser objectives. But as it is often the case, there is a gap between theory and practice.

Despite our collective human efforts combined with the wonders of technology, algorithms and data, too often campaign exposure is not accurately reaching the intended target group. In fact, according to AudienceProject who has taken a look at 13.000 audience-targeted digital campaigns from 2018 across 6 markets, the industry average accuracy is around 45%. More...